Lino, Rute Sofia Barbosa XavierCouceiro, Ana Rita Almeida2020-03-022020-01-292020http://hdl.handle.net/10400.14/29748Within the degree of master, follows a consulting project, made for the multinational Teixeira Duarte, S.A, which has been struggling along with every company in the sector, with the lack of vocational manpower. Therefore, it is working together with other multinationals in the sector, under the project of PTPC of rebranding the construction sector. With the aim of bringing attractiveness into construction, in order to attract Generation Z and its advisors, the main goals are to collect target’s knowledge and perceptions towards construction, to identify the most valuable factors at work among the target, to determine which variables need to be enhanced to the target and to identify the most suitable communication strategy and educational practices among the target. For that purpose, a focus group and an online survey, whose results were analyzed by a factor analysis and a cluster analysis, were conducted, offering as main recommendations: the implementation of specialized courses with internships and well-known sponsorships; the communication of a sector where it is possible to build a career and to get a higher salary to the younger generations; the communication of some assurances to the older generation, concerned about stability; the use of communication techniques to improve constructions’ image.engFocus groupOnline surveyFactor analysisCluster analysisConstruction sectorGeneration ZMillennialsGeneration XBaby boomersCommunication techniquesCommunication contentEducational practicesRebrandingmaster thesis202440273